SAS Business Class in Europe will return this fall, offering premium travelers a long-awaited upgrade in comfort, privacy, and service. Starting October 1, Scandinavian Airlines will reintroduce a full European Business Class product across all its international flights within Europe, including routes within Scandinavia.
The move comes in response to growing demand from customers who expect a clearly defined Business Class experience that matches international standards. SAS aims to enhance the overall passenger journey and strengthen its competitive position in the regional and global travel market.
What Travelers Can Expect
SAS is bringing back several key features to distinguish its Business Class from its current SAS Plus product, which has been seen as a step up from economy but lacking the recognition and full-service expectations of traditional Business Class offerings.
With the reintroduction, passengers can look forward to:
- Enhanced dining: A premium and flexible food and beverage experience, with reusable porcelain tableware replacing plastic to reduce waste and improve presentation.
- Dedicated cabin: A private front-section cabin separated by a curtain and overhead divider to ensure exclusivity and comfort.
- Blocked middle seats: For added space and personal comfort, the middle seat will be left unoccupied.
- Ground privileges: Priority check-in, boarding, and expanded access to SAS lounges, making the entire journey more seamless and efficient.
Sales for the new Business Class offering will begin on May 6.
Strategic Shift to Attract Premium Travelers
Scandinavian Airlines’ latest move is not just about in-flight upgrades—it’s part of a broader long-term strategy to attract more premium and international travelers while boosting the role of Copenhagen as a major aviation hub. By offering a recognizable and consistent Business Class, SAS seeks to appeal to travelers looking for comfort, flexibility, and elevated service from start to finish.
The reintroduction also helps unify the travel experience for passengers connecting across multiple alliance airlines, especially within the Star Alliance network.
According to Paul Verhagen, Chief Commercial Officer at SAS, many comfort- and quality-focused travelers have long expected a Business Class product that aligns with the standards found on other European carriers. SAS Plus served as an interim upgrade but lacked the brand clarity and premium touch travelers associate with full-service Business Class.
More Than Just Comfort
The return of SAS Business Class in Europe reflects a growing trend in the industry to redefine and revitalize regional travel. As competition increases and traveler expectations shift, airlines are investing in products that deliver value beyond just seat upgrades.
In addition to offering more personal space and better dining, SAS has aligned this reintroduction with sustainability efforts. The airline’s updated food service aims to cut waste, increase local sourcing, and reduce reliance on single-use plastics—highlighted by the introduction of compostable materials and reusable dishes.
Regional Premium Travel Returns
With this launch, SAS is setting a new standard for European regional flights, offering a product that competes with top-tier carriers and meets the growing expectations of today’s travelers. Whether flying for business or leisure, passengers seeking a premium experience will now have a more clearly defined choice.
As SAS prepares for a fresh chapter in European aviation, the return of Business Class marks more than just a service update—it signals the airline’s commitment to comfort, consistency, and environmental responsibility. Travelers can expect not just a seat upgrade, but a full experience designed to elevate every step of the journey.
